Case: Shipley Energy 2011

2011

THE STORY

Shipley Energy bore the image of a family-owned local heating oil company in rural York County, Pennsylvania. Its logo featured a helicopter, once used for emergency fuel deliveries (but no longer; four-wheel drive and snowmobiles are more cost-effective). Why rebrand? It's a textbook case of the use of identity change, by a leader, for purposes both strategic (85%) and functional (15%):

1) Strategic broadening: "We are changing because today we are no longer just oil. Natural gas now as big as our oil business. Propane gas was not even on the horizon 15 years ago—and Shipley is now a recognized leader in our region. And we continue to push toward a future that includes electricity."2) Regional expansion: "The helicopter served in one county, but we now cover fifteen counties in three states. We want to be seen as regional, not local." 3) Brand consolidation & unit cohesion. "One central brand idea across our lines of businesses"4) Support a culture of dynamism. "We're changing because it's what we do. Shipley is constantly reinventing itself [and] the industry"5) Refresh, renew employee energy... "Re-energize the talents and commitment of our caring associates"

In addition, Bill Shipley recognized that the old mark "did not go far enough to represent the Shipley Energy of the present and future." The design execution did not convey quality and stature.

Wolf's design solution features an abstract circular symbol plus a strong visual system, whose curved green forms evoke the rolling hills of Shipley country (see vehicle livery at www.identityworks.com.). The resulting visual impression is one of greater stature, and a more evident management presence.

A new tagline, "Energy For Life," reinforces the company's broader promise.

The launch event was an arena party for 400 employees and guests with film, music and an unveiling of three vehicles. In his thank you note to Wolf that evening, Bill Shipley said "The space was perfect, the lighting dramatic, the sound outstanding and the rolling back of the curtains made for a spectacular finish. There were ooohs and aaahs and cheering and …wow…the room was transformed by the performance."